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Apple Pay – bringing proximity marketing ever closer

The iPhone 6 launch event in Cupertino, California on 9th September 2014 brought with it all manner of revelations, from a huge new smartphone to the unveiling of the long awaited Apple Watch.

However the innovation that was of most interest to the marketing and retail communities was Apple’s announcement of its new Apple Pay card processing system, which meant the tech giant had finally incorporated near-field-communication (NFC) technology.

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